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We were sure that we wanted a fresh approach, with which graduates identify. From here came an insight as real and relevant as possible: each of us has unique behaviors, which make us authentic. And sometimes annoying: D. Some of us are always thinking about numbers and how we can make each penny more efficient. Or we give advice when we are asked, but especially when they are not really needed. Or we are crazy about order and we even arrange the twine between the ears of the needle. Or we simply have a living energy that is like an ant hill beneath those around us.

All of these can be interpreted as weaknesses, but in reality, if we rethink a little and cultivate them carefully, they can become our best allies. And to help us tremendously in our career and personal life. This is the direction in which we focused our campaign. The BAT mentors in this program can help young people identify their behavior patterns and transform them into relevant strengths in the workplace. But first, you need to get to BAT ?.

We filmed and produced 4 different videos, 2 for each department (HR and Finance), each of the videos explaining a little personal “weakness” as an archetype of personality – the Enthusiast, the Advisor, the Money Saver, the Arranger. The tone was fun, personal and authentic.

We created a fun, interactive Quiz platform for British American Tobacco where users can answer a few questions about themselves, being guided along the way by a “mentor”. Based on their answers, they were directed to either the HR position or the Finance one. This created quite a buzz and generated a very positive feedback from the users.